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Getting Social Sherry Bonelli, Digital Marketing Professional early bird digital marketing What Social Media Channels are Right for Your Business?
Getting Social
Sherry Bonelli, Digital Marketing Professional
early bird digital marketing
What Social Media Channels are
Right for Your Business?
Social Media Agenda
• What is Social Media?
• Social Media Tips & Strategies
• Google+
• Social Media Marketing Tools
What is social media marketing?
so·cial me·di·a mar·ket·ing (noun)
The use of online social media sites (Facebook, Twitter, et. al) to …
● Promote services, events or products
● Pursue branding goals
● Increase market awareness
● Efficiently reach and engage consumers
● Drive more business / increase sales
Benefits of social media marketing?
● Build relationships and influence
● Increase conversions
(gain new customers)
● Increase customer loyalty
● Generate more revenue per customer
● Proactively address complaints
(before they become PR problems)
Benefits of social media?
● Build a new brand quickly (or burnish your
existing one)
● Gather market intelligence (cheaply)
● Increase brand awareness
● Boost website traffic/subscribers
● Promote events/webinars/special offers
Buyer expectations: Are you falling short?
● 93% of customers expect
companies to have a presence on
social channels
● 85% expect companies to interact
with them on those social
channels
It’s working
● 96% of business owners/marketers use social media marketing
● 92% of social businesses say SMM is important to their business
● 89% of marketers have indicated that social media efforts have
generated more exposure for their business
● 86% of social marketers regularly use Facebook ads
NAYSAYERS
1. Social media is a waste of time
2. Only young people are using social media
3. Social media ROI cannot be measured
4. Social media is pretty easy/unimportant—I’ll give it to the intern to handle
5. Social media is no place for business
POLLYANNAS
1. Social media will replace real-life networking
2. Social media can replace your website
3. Social media is free marketing!
4. Social media marketing gets immediate results
5. Social media marketing is the ANSWER
Top challenges
● Overcoming cultural resistance to social media
● Lack of resources to maintain consistent effort
● Perceived as too difficult/overwhelming
● Measuring ROI is not always easy (and requires some savvy)
● Devising a method to the madness
Social Media
#1: Really ENGAGE!
● Social Media is about being “social”!
● Customers want to get a sense of the
people behind the businesses they
are buying from.
● Don't try to automate this! It's an
opportunity to truly connect with your
ideal audience.
#2: Post regularly
● Keeping content up to date
increases engagement and shows
customers you are active in your
market.
● Post a variety of content formats to
keep it fresh - pictures, videos,
articles, etc.
● It doesn't have to be Hollywood
produced content - keep it simple!
#3: Be REAL
● Show that you are actually in the
community and are real. Human.
● Listen for comments from your
customers and respond quickly.
● Engage in 'conversation' on social
media...don't just broadcast to the
world.
#4: Run social promotions, contests, etc.
● People want to engage with
brands!
● People LOVE prizes!
● Great way to build your email
list
#5: Collect email opt-ins
● Have people opt into your
email list on your social
media site
#6: Diversify
● Use multiple social media channels
● Instagram has incredible engagement
● YouTube is HUGE
● Pinterest taking off like a rocket!
#7: Advertise
● Amazing opportunity to target
locally, specific interests, etc.
GETTIN’ SOCIAL Not Every Social Media Channel Is Right for Every Business
Pick the Social Media Channels that are right for your
business and make them ROCK!
Optimize Your Profile
…
Which social platform(s) should my business
use?
● Users?
● Competitors?
● Trick: Use the search function on
a network to gauge activity related
to your industry/market
vertical/audience
● Consider multiple channels!
Develop Your Content Strategy
• Determine content mix and posting cadence
• Use the social media content rule of thirds:
○ ⅓ of content promotes business and
converts audience
○ ⅓ of content shares ideas and stories from
thought leaders
○ ⅓ is original brand content
Pro Tips
Google+ is a social platform EVERY business should be on. (It’s Google after all.)
Facebook is good for almost ANY business. Should be the first social media channel
your business sets up.
o Mid 30’s and up
LinkedIn is perfect for B2B companies
o Every age
o Lots of people in different job positions
o LinkedIn Groups
Twitter is second most popular. Good for businesses that have quick news or info to
send out.
o Every age
Pinterest is good for any visual business (crafts, cars, homes, architecture, baby
products, etc.)
o Every age --Lots of women
Instagram is good for anything visual – only downside is you have to make ALL of
your Instagram posts on your smartphone or tablet
o Younger audience
TREAT YOUR COVER IMAGE LIKE AN AD
Your Social Media Covers take
up a LOT of space on the
screen. Make sure you’re using
the space wisely and changing
cover images often.
GOOGLE+
• Complete your profile
• Great photos and videos
• Engaging content
• Google “Circles”
• Follow others and get
followers, too
Create Your Google My Business
Page & Your Google+ Page Will Be Automatically Created
www.GYBO.com/business
Treat Google+ Like Any Other Social
Media Channel
Add Pictures
Add Videos
Make Posts
Join Circles
Google Hangouts
Live Video
Update Your Google+ Audience
FACEBOOK • Complete your profile
• Great photos and videos
(Anyone like Pie?)
• Engaging content
• Not all “Likes” are the
same
• Follow others and get
followers, too
Facebook Pages: https://www.facebook.com/business
Select Business Type
Most Standard Business Types
Types of Advertising Opportunities
Facebook Business Page Backend
Encourage Your Followers to Leave Reviews
Facebook Live Video
Video Marketing Is HOT!!!
Source: http://blog.hubspot.com/marketing/video-marketing-
statistics#sm.00iptua017ovfnl11rj18lygfxzhd
Facebook Live Video
• Live Videos (You can also record them)
• Desktop version of FB Live is slowly being
rolled out
• There is software you can use to create
Facebook Live videos from your computer
• Mevo camera is a new live streaming
camera
http://offers.hubspot.com/thank-you/video-
social-media-marketing
• It all starts with a
SOLID profile
• Make sure your bio is
well thought out
• Must connect your
business account to
your personal account
LinkedIn = Business and Personal
Opportunities
LinkedIn Business Page
• Must have a personal LinkedIn Page before
you can create a Business Page
• Must use an email address with your website
URL (i.e. sherry@earlybirddigitalmarketing)
• Can’t use gmail or other generic email
addresses
LinkedIn Business Page https://business.linkedin.com/marketing-solutions/company-pages/get-started
LINKEDIN Build an All-Star
Profile
Join Groups and Be
Active In Those
Groups
Write Posts/Articles
Join and Interact With Groups
Join and Interact With Groups
Write LinkedIn Articles
• Be a thought leader
• Follow others & promote
other’s info/products
• Give credit to others
• Connect with and listen to
your customers and
prospects
Part of the conversation?
● 76% of people on Twitter
recommend companies and/or
products in their tweets
● The average consumer
mentions specific brands over
90 times per week in
conversations with friends,
family, and co-workers
Sign Up For Twitter Account
Twitter Page Basic Layout
Twitter Pages – Create a Personal AND Business Page
Tips for Picking the Right Twitter Handle
Pick the Right Twitter Handle
Twitter Ads
https://ads.twitter.com/ac
counts/18ce53ywuwq/ca
mpaigns/new
Twitter Has Video Ads, Too!
Visual Social Media
• Pinterest and Instagram are Visual
Social Media Platforms
• Instagram Posts can only be made using
a smartphone (which stinks!)
• Passionate followers
PINTEREST • Use the email associated
with your Twitter account to
set up your Pinterest profile
• Interesting photos
• Ask fans to pin pictures of
themselves with their
favorite product of yours
and tag you
Pin Pictures AND Videos…
• Shoot SQUARE Photos
• Great photos and videos
• Plan your posts in advance
• Need to use editing apps
• Use Instagram’s Explore
feature to find posts related to
trending hashtags
Instagram – Lots of Pictures & Videos!
How to Upload Instagram Videos
Social Media Tools
Buffer
Buffer
Buffer
Questions??
